Email Communications: 5 Tips to Increase Your Audience

Caitlin McElwain

 

Consumers want to learn things that make their lives easier, but they don’t have time for long and complicated communication on subjects that don’t interest them. That’s why effective e-communications should give your customers information that’s both accurate and useful. And with the new Canadian anti-spam legislation coming into effect July 1, 2014, you’ll have to ensure all your email communications also follow the new guidelines. Here are five tips to keep in mind when producing your online communication materials.

 

1.  It’s all about content 

The information you’re sharing must be up to date and of great quality. Before sending your material, ask yourself: Is the information useful? What are the benefits for my email subscribers? 

 

2.  Organize the information 

People don’t read online: they scan. So you really want to get straight to the point. Highlight the main information and keep your titles short and catchy. Don’t hesitate to repeat your keywords and don’t flood your subscribers with too much information. 

 

3.  Don’t tell everything right away 

Emails should be an invitation to take action (go to a shop, visit a website, benefit from a special offer…). If people like what they read, they will click on the hyperlink you want them to click on. Be concise and convincing. 

 

4.  Keep your subscribers’ attention 

Send too many emails, and users won’t notice them anymore. Send one once a blue moon, and people will forget about you. Not all information needs to be shared with your audience. Respect your subscribers by sharing the information that’s really helpful. 

 

5.  Let subscribers keep control 

Always give the opportunity to opt out of an email subscription. Insert a link, a phone number or an email address at the bottom of your communication and let your subscribers know that they can opt out whenever they want. It’s not only a good practice – it’s the law.

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